The Marketeer

Chuck E. Cheese Gets A Mascot Makeover.

Can you picture Chuck E. Cheese as a hip, electric-guitar-playing rock star?

The kids arcade chain that also serves pizza is revamping its iconic mascot in a new campaign to refresh the brand featuring a new cartoon mascot and a voiceover from Jaret Reddick, the lead singer of Bowling for Soup.

Chuck E. Cheese was created in 1977 by Nolan Bushnell, who is also the founder of Atari. Chuck E. Cheese now has over 500 restaurants/arcades around the country, and is on its third generation of parents who originally experienced Chuck E. Cheese as a kid. The old mascot was more of a skater-dude, but now they’ve decided on an update to show off a mouse with a rock star attitude.

The “Chuck E. Rocks” campaign comprises television, digital and in-store components. Four TV spots, “Belonging,” “Fun,” “Power” and “Birthdays,” each named for something a child experiences at Chuck E. Cheese’s, showcase kids doing what they do best at Chuck E. Cheese’s – having fun.